Operational Transparency

Description

One important way that service operations are distinct from traditional operations is that service customers often engage directly with the production process. When operations are revealed to customers, design choices that are internally efficient may alter customer perceptions and behaviors in counterproductive ways. In such settings, how the customer experiences the operation should be factored into its design. My research in this first stream explores how operational transparency, how operations are revealed to customers, shapes their perceptions and behaviors, and in turn, firm performance.